Denim brand Lee has onboarded actor Sara Ali Khan as its brand ambassador in India. The brand has also launched its campaign titled “Lee: Home of the Real Denim” which aims to enhance Lee’s reputation as the preferred denim brand for young audience.
In the campaign film, as Khan walks by wearing denims from Lee, a girl wearing denims by another brand tries to camouflage herself with paint with the voiceover saying if it’s not Lee, it’s not denim.
The first film will run for a month and the second film will go live in January 2024.
Nitin Chhabra, CEO, Ace Turtle said, “We are delighted to have Sara Ali Khan as the brand ambassador of Lee in India. Sara embodies the spirit of Lee with her authenticity and flair. Lee’s legacy extends to over a century combining the heritage of denim with the contemporary ethos of embracing one’s true self. We are confident that the campaign will help to build on Lee’s brand equity and help us drive more customers to our retail stores and online channels. We aim to significantly grow Lee’s business in India by the end of the current fiscal year.” Ace Turtle is the exclusive licensee of Lee in India and other South Asian markets.
Actor Sara Ali Khan said, “The brand’s rich heritage, coupled with its contemporary edge, resonates with my personal sense of fashion. I am delighted to be part of Lee’s narrative, embracing its legacy and, more importantly, fuelling a new denim fervour among the vibrant and diverse young consumers of India. It’s not just about fashion; it’s about connecting with the spirit and style of today’s generation, creating a statement that transcends time.”
Feedback: [email protected]
